Hero Group and Honda Motors’ decision to part ways after a 27-year long partnership will show effect in the group branding of the companies now. For its new corporate brand, Hero Group called for pitch, which for the first time in 10 years saw participation of agencies outside the Hero Group’s roster.
At present, the roster agencies include JWT, PerceptH and Draftfcb Ulka. Sources familiar with the development informed that Law & Kenneth and Mudra Communications were the other two agencies that participated in the pitch.
Hero Group has parked its corporate business with Law & Kenneth. The brand identity would be created by design agency Wolff Olins. Industry sources also said that Hero Group had earmarked a budget of Rs 100 crore for the corporate campaign.
A senior media person observed, “Hero is popular across SECs and markets in India. This campaign will have to reach everyone and hence, it would require a significant spend.”
The new brand identity and the corporate campaign is expected to be unveiled in three months. Law & Kenneth has been awarded only the corporate campaign of the business. The rest of the brands would continue to be handled by the roster agencies.